How to Design the Perfect Social Media Strategy in Accounting?
The social media landscape changes fast, often on a daily basis. It’s similar to how accounting has evolved and changed over the years.
It can be difficult to keep up with the perfect social media strategy in accounting.
Ultimately, every accounting firm wants to get new clients and see its business thrive. In this article, you’re about to discover the social media strategy that works for accounting firms.
Employing the Perfect Social Media Strategy in Accounting
Which Platforms To Use?
There are many social media networks, and more new ones popping up all the time. It can be challenging to keep up with all the changes.
The good news is it’s unnecessary. There are only 5 major ones you need to give your attention to.
LinkedIn is the most popular social media platform for B2B marketers. That’s because LinkedIn is a platform for business-minded people. This means you can bypass gatekeepers and reach the decision-makers directly.
Business professionals are on LinkedIn to catch up on industry news and absorb educational content. One thing most people don’t think about is using LinkedIn as a search engine. Businesses in your area may be looking for accountants and CPAs like you.
On the other hand, you can also use LinkedIn to search for your ideal clients and connect with them. Once you’ve identified and connected with potential leads, interact with them directly to convert and close the sale.
Facebook is the largest social media platform. But it’s not only for B2C marketing, it’s also great for B2B businesses.
On Facebook, there are several ways to attract clients. You can share content organically, pay for advertising, or participate in groups.
Facebook groups are an excellent way to find ideal clients. There are groups for business owners and entrepreneurs in different cities and groups for specific industries. These groups are free to join.
Alternatively, you can also create your own group about accounting. Then, business owners who want to learn more about their own company’s finances will find and join your group.
Groups are a great way to engage with your prospects and clients directly. You will know what problems they have and how you can serve them.
Instagram is a different kind of social media platform because it’s heavy on images. At first glance, you may think Instagram isn’t for accountants. Pictures of numbers, tables, and charts can be boring.
Instead, use attractive images to tell engaging stories about your clients and your own business. Use these images to attract more like-minded clients.
Twitter has a bad reputation for being a place to vent and complain. But if used correctly, it’s a great place to share news updates. Keep in mind that Twitter has a short 140-character limit. So your tweets need to be punchy and to the point.
For accountants, you can share updates from the news or post timely reminders like filing for taxes. When making tweets, make sure to include hashtags to gain more visibility.
YouTube
If you are comfortable with video, YouTube is a great option. When appearing on video, people can relate to you better.
It doesn’t have to be complicated. You can make quick 5-minute videos answering questions that your prospects have. This builds your authority status while also bringing you leads.
Optimize Your Profile
Any successful social media strategy in accounting has an optimized profile. Your prospects are going to review it. Use your profile to showcase your accounting business and what makes your firm unique.
Different social media platforms have different elements on their profile. What’s important is to keep the messaging, color scheme, and images consistent throughout the different platforms you use.
Here are some crucial elements you need to focus on:
Profile picture – Stick to the same profile image across the platforms. Most companies use a headshot or a company logo. There’s nothing wrong with that. But you can also use it to stand out by adding a little creativity. Remember that your profile picture is going to show up on the user’s news feed whenever you make posts.
Banner image – Many accounting businesses take this for granted. The banner image takes up substantial real estate on your profile page. It’s good to catch the attention of your prospects and showcase your offers.
Keywords – Platforms like LinkedIn have a search engine to look for specific people. Also, Google indexes social media profile pages. By placing keywords strategically, there’s a chance it can rank on Google and bring you leads. You can include words like “accountant”, “accounting firm” and “CPA”.
Location and hours – These are crucial information you must keep up to date so clients can contact you.
Make Good Content & Status Updates
Now that you have your profile set up, it’s time to post content and status updates. Accountants have a good advantage when it comes to creating content.
For most people, finance is a black box. But they know it’s vital for their business.
Thus, it’s great if you can explain the terms and concepts to them in a simple way. Posting helpful content is the easiest way to establish your expertise.
Here are some ideas to get you started:
- Case Studies – Share some wins that your clients had after working with you
- News, industry trends, and reminders on important accounting dates that every business owner must know
- “How to” posts
- Dispel some accounting myths
The key to social media posts is providing valuable insights. Help your ideal clients solve their problems and challenges. And most importantly, be consistent with posting quality content.
Engage With The Audience
Social media isn’t a one-sided conversation. Consumers want to interact with companies.
When users comment or reply to your posts, make sure to respond to them. Whether it’s a compliment, complaint, or question, it’s essential to address them professionally. Other social media users can see it too.
Also, find out what your ideal clients are posting and engage in their posts. Joining in their conversation will get you noticed. You might even uncover some challenges they’re going through where you can chime in with your expertise.
Keep in mind that the goal of social media is not to make sales directly. It’s to network and start a conversation with your ideal clients.
Social media is a part of any great marketing strategy. Gone are the days of hard selling and being pushy. Social media strategies for accountants are about building relationships so they know, like, and trust you.
Need some help with your firm’s social media strategy? Feel free to get in touch with us.
